This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. View Summary

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign. The aim of the campaign was to drive volume trial and sustained repeat purchase. The target audience was 10,000 'influencers', who were recruited via Wildfire's Influencer Identification tool. A social network community site enabled triallists to share product experiences and recommendations, as well as to send information to a friend, read in-depth brand regime briefings, and discover where to buy the product. The results included 578,000 brand page-views, over 200,000 product trials and an intention to purchase rate that was five times higher among influencers than the national average.

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The Hidden Sex Life of the Male and Female Shot

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M Evans, A Nairn and A Maltby, International Journal of Advertising, Vol. 19, No. 1, 2000

This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages. View Summary

This paper does not deal with sexist marketing communications. Neither does it explore gender-stereotyped imagery in promotional messages. Such dimensions are mostly concerned with how men and women are portrayed in advertising, based on perceptions of how the socialisation process influences gender roles. Instead, the focus is on information-processing style and the context is direct mail. Do women and men process information differently, as a result of their neurobiological development and, if so, should direct marketers target them on this basis? This paper reports on the qualitative phase of a major industry-funded research programme. Overall it was found that men and women react differently to certain features of written communication. Women respond well to bright colours, photographs and images and men respond well to bold headlines, bullet points and graphs. The paper suggests how the industry might incorporate the findings which could have far-reaching implications for direct mailings.